This document discusses how to build audiences in real time by microtargeting consumers across hundreds of digital audiences. It explains how to map a consumer target like "Cheryl" to various digital audiences based on her interests and how those audiences can then be combined and tested to drive lower costs and higher engagement. Top performing audience combinations are identified and influencers within those interest areas are mapped to help connect messaging to the right audiences. Data shows this approach has successfully shifted conversations and driven double-digit growth across key metrics for Weleda skin care brands.

1. THE MOVING TARGET:
( R E ) B U I L D I N G A U D I E N C E S
I N R E A L T I M E

2. THE HEART O F
THE
M ARKETI NG PLAN
C O N S U M E R T A R G E T :
© 2 0 0 9 T O M F I S H B U R N E . C O M

3. © M A R K E T O O N I S T . C O M
AS THE HEART
I N
TO DAY’S
WO RLD?
H O W T O K E E P T H E
C O N S U M E R T A R G E T

4. “ C H E R Y L ”
B U T M A N Y D I F F E R E N T
“WOMEN”
O N E
“CONSUMER
TARGET”
F A C E T S O F “ C H E R Y L ”

5. CHERYL AGREES WITH THESE STATEMENTS
M A P P ING T H E
C O N SUMER
T A R GET T O D IG IT AL
“I am typically willing to pay for more high-quality items”
“I regularly eat organic foods”
“I dress more fashionable than most”
“I often use organic beauty products”
“Maintaining a youthful appearance is important to me”
“You can tell a lot about a person by the clothes they wear”
“I am always looking for new ways to live a healthier life”
CORRESPONDING DIGITAL AUDIENCES
Shopping, Luxury Vehicles
Natural/Organic, Cooking/Healthy Foods/Diet
Celebrities, Beauty
Health + Beauty
Moms, Streaming Services, Nightlife
Celebrities, News
Yoga/Exercise, New Years Resolution
TO

6. FI NDI NG THE CO NSUM ER TARG ET AND DI G I TAL
TARG ET
TEST
Each audience individually
ID EN TIFY
Hundreds of qualified audiences
(not just one segment)
C OMBIN E
To create multi-layered
audiences

7. 1 CONSUMER TARGET575 AUDIENCES

8. “Cheryl” 0.635
News + Celebrities 1.499
New Year Resolutions + Pseudo-Science/Philosophy 2.18
EVERY AUDI ENCE BECOMES A REVENUE STREAM
A U D I E N C E P E R F O R M A N C E B Y S C O R E
J u n e 2 9 , 2 0 1 8 - J u l y 1 5 , 2 0 1 8
Female 25-54 + Natural/Organic
Nightlife + Celebrities
Moms + Pseudo-Science/Philosophy
Yoga/Exercise + Donor/Charity
Moms + Environmental/Sustainability
Moms + Whole Foods
Travel + Streaming Services
Female 25-54 + Streaming Services
Travel + Cooking Healthy/Foods/Diet
Moms + Donor/Charity
Finance + Politics
Female 25-54 + Travel
Finance + Environment/Sustainability
Vehicles + Politics + Occupation
Moms + Travel
Finance + Donor/Charity
News + Streaming Services
Outdoor/Home Improvement/Gardening + Pets/Wildlife
New Year Resolutions + Pseudo-Science/Philosophy 2.18
1.908
1.771
1.726
1.635
News + Celebrities 1.499
1.362
1.317
0.999
0.998
0.954
0.953
0.908
0.817
0.816
0.771
0.681
“Cheryl” 0.635
0.408
0.316
0.135

9. We need to stop interrupting
what people are interested in
C R A I G D A V I S
F O R M E R C H I E F C R E A T I V E O F F I C E R A T J . W A L T E R T H O M P S O N
and be what people are interested in.

10. FI ND BEST PERFORMERS FOR EACH AUDI ENCE
R I G H T M E S S A G E T O R I G H T A U D I E N C E
N Y E R E S O L U T I O N S +
P S E U D O - S C I / P H I L O S O P H Y
M O M S + P S E U D O S C I
/ P H I L O S O P H Y
C E L E B R I T Y
I N F L U E N C E D
N I G H T L I F E + C E L E B R I T Y
I N F L U E N C E D“ C H E R Y L ”
T h e p e r c e n t a g e . I n d i c a t e s C T R a b o v e a v e r a g e f o r t h e c o r r e s p o n d e n t a u d i e n c e .
55%
49%
46%
56%
53%
52%
150%
127%
82%
127%
95%
75%
99%
56%
47%

11. TOP PERFORMING AUDIENCES = BIGGEST
OPPORTUNITY

12. 50
0
100
200
150
250
300
Art
Travel
Theatre
IndustrialDesign
Literature
Fashion
Architecture
Celebrities
Music
Movies
VideoGames
Comics
Comedy
Sports
Television
TrueLife
FormalEducation
CivilRights
GlobalAffairs
Civics
MilitaryMatters
Religion
Meditation
Philosophy/Growth
Relationships
Psychology/PersonalDev
DIY
InteriorDesign
PlayingSports
Running
NaturalBeautyProducts
Finance/Markets
Marketing
Sales
Entrepreneurship
Startups/Tech
Economics
Leadership
Management
BigBiz
Gadgets(Consumer)
Futurism
Innovation
Tech/Health
SocialMedia
Environment
Space
Physics
Environment
Biology
Health/Body
Mind
D A R K E R B A R S = “ C h e r y l ” W e l e d a t a r g e t
L I G H T E R B A R S = G e n e r a l b e a u t y e n t h u s i a s t s
ID E NTIFY T H E C O N VERS ATIONS
# O F P R O F I L E S D I S C U S S I N G E A C H S U B J E C T
Parenting
Beauty
Yoga
Fitness
Health
PureInspiration
Food
Mindfulness
Politics
PureInspiration
Food
Mindfulness
Politics

13. MAP
T H E I N T E R A C T I O N S
W I T H I N T H E A R E A S T O
D E T E R M I N E T H E P O I N T S
O F I N F L U E N C E

14. Katey Denno
G re e n b e a u t y a d vo ca t e /
Ce le b rit y m a ke u p a rt ist
38. 7k f ollow er s
23 c onnec t ions in net w ork
H E A L T H + B E A U T Y
M E D I A C O N N E C T I O N S
A l l u r e • G l a m o u r • W W D
• R e f i n e r y 2 9 • V o g u e •
I n t o T h e G l o s s • T h e C u t
D i r e c t i n f l u e n c e
V i r a l s p r e a d

15. Taryn Toomey
Fo u n d er & CE O o f
T h e Cla ss
53. 8k f ollow er s
12 c onnec t ions in net w ork
F I T N E S S , Y O G A
+ B E A U T Y
W o m e n ’s H e a l t h • O x y g e n •
S h a p e • Y o g a J o u r n a l • P o p s u g a r
• G o o p * R e f i n e r y 2 9
D i r e c t i n f l u e n c e
V i r a l s p r e a d
M E D I A C O N N E C T I O N S

16. Valeria Hinojosa
Fo u n d er o f W T S Co n n e ct
& Yo ga T e a ch er
134k f ollow er s
25 c onnec t ions in net w ork
H E A L T H , B E A U T Y
+ Y O G A
E l l e • V o g u e • W W D • S e l f •
M a r i e C l a i r e • G l a m o u r •
P e o p l e • W o m e n ’s H e a l t h
D i r e c t i n f l u e n c e
V i r a l s p r e a d
M E D I A C O N N E C T I O N S

17. C H E R Y L
Skin Food has been a lifesaver 🙌 With the weather
getting colder, my skin has been needing an intense
drink of hydration and this gives exactly that 💧
Definitely keen to try more @weleda products
FI ND BEST PERFORMERS FOR EACH AUDI ENCE
R I G H T M E S S A G E T O R I G H T A U D I E N C E
R A C H E L R I T L O P
Theconfusedmillennial
* W INTER W ELLNESS ROUTINE *
Nothing leaves me feeling more relaxed
and refreshed than my weekly self care bath! I’ve
been using @weleda_usa’s Gentle Facial Cleansing
Milk for a while now…
K A T E Y D E N N O
Kateydenno
These are the steps that I took to create
#OliviaWilde’s shimmery green eye (and the rest of
the makeup) that I did on her beautiful face last
week…as shown on myself
#workingwithweleda
N Y E R E S O L U T I O N S +
P S E U D O - S C I / P H I L O S O P H Y
M O M S + P S E U D O S C I
/ P H I L O S O P H Y
C E L E B R I T Y
I N F L U E N C E D
N I G H T L I F E + C E L E B R I T Y
I N F L U E N C E D“ C H E R Y L ”

18. DRI VI NG DOWN COST PER ENGAGED USER*
8 4 . 6 % L O W E R S I N C E T H E F I R S T C A M P A I G N
*An engaged user is a site visitor who spends 60+ seconds on a page or visits 3+ pages in a session. This metric has proven to be strongly correlated with offline sales across industries. This traffic is deemed as qualified traffic, eliminating users that accidentally come to the site.
* Only measuring biddable media
$45.98 CPE
$24.66 CPE
$8.63 CPE
$7.08 CPE
$1.90
$0.58
$0.85
$1.08
$0.88
P R O G R A M M A T I C
I N F L U E N C E R

19. TO
THE CONVERSATI ONS CONSUM ERS HAVE ABOUT
WELEDA
A N D I T S U C C E S S F U L L Y S H I F T E D

20. D O U B L E - D I G I T G R O W T H
Retail Growth
T O P S K I N C A R E B R A N D S
Weleda.com
C O M I N G I N N E T W O R K
Influencers
P E R S O N A L C A R E S K U
#1 Rank
+ 5 4 % W e b s h o p
G r o w t h v s . Y A G
O v e r a l l s a l e s g r o w t h
o f l i n e 2 9 0 %
YI ELDS GROWTH ACROSS THE BOARD
C O N T I N U A L M I C R O T A R G E T I N G & A S S E S S M E N T

21. THANK YOU